In Competitive conditions of the market to obtain a suitable position in customers' minds in a way that they are loyal to the company is important. One of these factors is the company's Brand value. This study seeks to identify the elements of the 4c marketing mix and prioritize them in Yazd province's ceramic tile industry. The first step is to review the literature in order to investigate the indices of 4c marketing mix. After finalization of the factors with expert opinion in the Field of marketing and sales for ceramic tiles industry, in the second step to determine the relationship between measures used Dematel method to determine the relationship between measures and in the third step used the ANP to determine the weight of each criterion with regard dependence and feedback between criteria. In the last step of this research we are ranking three reputable companies in the ceramic tile industry in Yazd Province by using of vikor method. The Results obtained by Dematel method show that frequent contact with customers was identified as the most influential indicator. The results of ANP Suggests that refer of experienced marketers to the location of the customer is in first place by weight. and then increase the number of distribution centers and make site Information respectively, as the most important criteria to have the highest weight, result of Vikor shows that third ceramic tile company has the minimum distance to the ideal case.

The purpose of this study is to model Brand value creation in Brand orientation with emphasis on service quality. The research method used in this research is exploratory mixed and qualitative-quantitative. For gathering information and analyzing data analysis, in the first phase (qualitative method), a grounded theory based approach utilizing the viewpoints of 15 masters and PhDs with marketing orientation of at least 5 years Has a background in consulting and working in the food service industry or has undertaken research in these fields as well as experts, experts, managers and activists of the food industry consisting of investors, shareholders and owners of food preparation and relying on study resources, model frameworks. The content was presented and analyzed in such a way as to identify the dimensions, components and indices using the coding method. Selected and refined, then the relationships between the variables were determined and finally the research model was presented. Then, in the second phase (quantitative method), the research sample in the statistical population of 384 customers and audiences of a food Brand in food supply in Tehran (Persian Food Industries Group) was evaluated and evaluated using structural equation modeling. has taken. The results of the data analysis indicated that the hypotheses and the fitting of the research model were confirmed. According to the results of this study, Branding or affiliation and Brand preference can be influenced by the perceived value created through Brand value creation, and value creation is also influenced by the quality of service received.

Objective With the increase in the use of social media platforms by customers to buy products and services of Brands, the importance of interactions between companies and customers to improve the value of Brands has increased. Therefore, Brand managers have changed their interactions with customers from transaction-based cooperation to relationship-based cooperation. They have realized that just as customers can co-create Brand value during design, production, and marketing, conversely, they can destroy the value of Brands if their interests are neglected, and their well-being is compromised. Therefore, it is necessary to prevent this phenomenon by knowing the driving forces in the co-destruction of Brand value. The present study aims to identify the most effective factors contributing to the co-destruction of Brand value in social media.   Methodology The current research is applied in terms of its purpose. It employs a mixed-method approach, combining qualitative and quantitative methods to achieve its objectives. This study utilizes a systematic review methodology of scientific literature to examine all facets of the phenomenon under investigation. The results of the search across various databases revealed 43 studies, of which only 26 were deemed most pertinent to the research's objectives. Consequently, these 26 studies were selected for detailed analysis. In the next step, to determine the structural relationships between the obtained categories and to specify the hierarchy of their influence on each other, the Dematel-Interpretive Structural Modeling method was used.   Findings The systematic review findings unveiled 113 initial codes representing crucial influential components, which were synthesized into 29 concepts and further condensed into 8 overarching categories. These categories encompassed: conflict in Brand value co-creation management, resistance to change, consumer exploitation, Brand service shortcomings, inadequate customer relationship management, negative interactions, ineffective resource integration, and Brand value co-creation myopia. The application of the Dematel-ISM technique revealed that "poor customer relationship management" emerged as the most influential variable, while "negative interactions" was identified as the most affected variable. Additionally, "conflict in co-creating Brand value management" stood out as the most relevant variable among others in the analysis.   Conclusion The findings indicate that the co-destruction of Brand value arises from the reciprocal and concurrent negative participation of both customers and companies. In such a way that if during the process of value formation, one of the parties refuses to share resources or abuses them, it increases the possibility of hatred, rejection, and ultimately the destruction of the Brand. Therefore, managers should be aware that wrong decisions about explaining Brand strategies can have destructive consequences. Also, they should not forget the cooperative role of customers in the co-destruction of Brand value. They need to have a fitting response to address the unreasonable expectations and selfish behaviors of some customers in using Brand services. Therefore, this study has been able to inform companies about the occurrence of this destructive phenomenon by identifying the most important effective factors in co-destruction of Brand value.

The purpose of this study is to investigate the effect of hotel Brand experience on tourists’ perceived value and Brand strength. This research is descriptive and of survey type. The statistical population of this research consists of Iranian tourists of 4 star hotels in Shiraz in summer 2018. Available and clustering sampling methods have been used. The structural equations modeling sampling formula (5q≤ n≤ 15q) has been used to determine sample size. According to 26 question of questionnaire and this formula, minimum sample size was 130 and maximum sample size was 390, and finally 310 questionnaires were collected. To analyze the data and test the research hypotheses, structural equations modeling using Smart PLS software has been used. The findings of this research show that hotel Brand experience effect on financial perceived value, functional perceived value and social perceived value. But, hotel Brand experience doesn’ t effect on individual perceived value. Financial perceived value, functional perceived value and social perceived value effect on individual perceived value. Eventually, individual perceived value effect on Brand strength.